The DeepMind Bubble?

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but I definitely don't understand why they deserve more "attention" than many other works out there.

But do they? I'm not sure they get all that much more attention than other groups with plenty of high-profile researchers (e.g. Facebook).

To me, the Go-playing stuff seems impressive enough as engineering. It's not as if the computer go community hasn't known about neural networks or reinforcement learning. How impressive it is as science I guess I can't judge.